Great list of tips. Short version below, full detail at the link above. One of the biggest obstacles for me with client expectations is the perception of online only vs. print coverage. I have quite a bit of anecdotal evidence to show the value, but does anyone know of hard studies?
1. Implement an online-first strategy—pitch hard news to websites and provide adequate lead times for product reviews
2. Manage expectations—roundups are more realistic than product spotlights.
3. Give reporters everything they need—adopt a “batteries included” mindset.
4. Stick to facts—hyperbole and breathless emails diminish credibility.